Once upon a time, Google Analytics was the tool to cover any business needs. However, as times change, its functionality has become insufficient for B2B websites. This kind of business requires a specific approach. For example, an average marketing and sales department at a B2B company wants to know how many potential clients visit their website. And who are B2B’s potential clients? Right – they are other companies.
While Google Analytics gives you detailed information about total traffic flow, it won’t show how many companies were interested in your services. Well, you definitely can collect this information from your contact form, but what if they haven’t left any details?
Google Analytics Alternatives
B2B website visitor tracking tools have become an effective alternative to Google Analytics to cover this gap. They track IP addresses and match them with company names. Thus, you know which businesses were interested in your services even if they left without contacting you.
B2B leads trackers’ capabilities depend on the functionality and include the following functions:
- tell you some general information about the company-visitor;
- provide you with contact details of these companies’ employees;
- show you how much time visitors spent on the website;
- which pages they visited;
- where they came from;
- which actions they did;
- show you URL UTMs.
Nevertheless, there are 2 ways to use this information for your business prosperity. Let’s consider them below.
How To Calculate Your B2B Leads: Use Case
One of the most popular and effective ways to collect your visitors’ contacts is a lead magnet. It has many advantages: you can create it effortlessly, show your expertise and gain your potential client’s trust, offering something valuable.
On the other hand, sometimes your potential client comes and goes without filling any forms or contacting you. B2B lead trackers allow you to detect his visit, analyze which pages he watched, and understand his intentions. For example, if someone just checked your blog and left, he might be more interested in a certain piece of information rather than in your services.
Otherwise, when you see that several visitors from Company A checked your “About Us,” “Services/Products,” “Portfolio,” etc., pages, it’s a good sign. What can you do with it?
- find decision-makers in the lead tracker statistics;
- follow their company URL and social media to find out more about its needs;
- contact decision-makers via email or LinkedIn with an individual offer created based on their interests.
What else can you do with a B2B lead tracker?
Understand the reason for low sales. Then, comparing the data from the B2B lead tracker with Google Analytics, you can see how many B2B visitors to your website are about overall traffic flow.
Analyze traffic sources. It shows the source where your business visitors find your website. It can become helpful data to work with as you define which sources you need to strengthen.
Check visitor engagement. Analyze which actions they do on your website to understand how you can increase visitors’ engagement.
As you can see, lead tracking tools are created especially for B2B needs and serve as a powerful Google Analytics alternative.